Inside Sponsorship

Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools available, expression can come in any form and inspiration can come from anywhere. Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas and have identified this trend as hyper-passions. It sounds an obvious and simple enough opportunity for brands. However, it also sounds fraught with danger. How do big brands, with big budgets, weave themselves through the hyper-passions and sub-cultures of the world which have long been guarded by the passionate members themselves?  These hyper-passions are highly nuanced, a point that should not be lost on brands, agencies and rights holders. How would, and how will, those with hyper-passions, respond to corporate involvement?  That rema